Probiotics.
Life-Space Probiotics is positioning itself away from wellness marketing and towards a balanced lifestyle in a campaign via VML
“As Australia’s number 1 probiotic brand, Life-Space has a strong position in the category, but we knew the brand needed a clearer voice in a noisy market,” said Evolution Health commercial director sales & marketing, Bei Yin.
“‘It’s a Living Thing’ lets us talk about gut health in a way that feels real and relatable to Australians. We want people to feel less judged by wellness standards and more supported in the everyday choices that support their wellbeing.”
‘It’s a Living Thing’ is about helping Life-Space stand out in that moment by putting the microbiome – a living ecosystem that works quietly inside us – at the centre of the story.
“Working in partnership with Evolution Health, we saw an opportunity to do the opposite of the category’s fixation on perfection,” said VML Health managing director Kristina Luburic.
“The green smoothies, sunrise yoga and ‘perfect’ routines don’t reflect real life for a lot of us. Instead, we set out to create a platform that gives people permission to be human and find balance.
“By anchoring the brand in the microbiome as a living ecosystem, ‘It’s a Living Thing’ reframes the conversation from perfection to balance.”
